Are you in the Easter spirit yet? Because your customers certainly are. Holiday seasons are the time when people are actively searching for better deals online and offline. The best way to get their attention is with some stellar holiday email marketing tactics.
A well crafted email campaign will definitely set you up for a high return on investment out of the season's festivities. For 89% of marketers, email serves as the primary source of lead generation. This is an opportunity to build email marketing framework well in advance of the holiday season. For that reason, here are 5 quick tips for holiday email marketing:
1. Time your emails to perfection
Give your prospects what they want, exactly when they want it. While your audience is expecting customized gift recommendations, it's your job as a marketer to pitch them with a timely offer along with the value they seek. You can provide discounts on occasions like Black Friday, Cyber Monday, a week before Christmas, or any other holiday. You'll also want to give value by offering some form of reward like a special price if they purchase within 24 hours.
2. Segment your email list
Your email list is the most critical part of the marketing campaign. Segment it so you get better open rates, click-through rates, reduce bounce rates and spam reports, and give you the opportunity to personalize emails.
For instance, if you have a contact list of 20,000+ buyers and you wish to target the married males above the age of 32 who purchased accessories from gadgets last year, separate them from the rest. Let's say that filter comes down to 700+ people. You have now cherry picked a group based on the demographics such as age and gender, purchase behavior, and interests.
3. Personalization of email
Always use the name of the recipient in the subject line and customize the email bodies such that it addresses the customer needs by adding personalized offers and CTAs (Call to Action). Remember, an email without content value is useless to your audience. Offer some value in exchange as an incentive. It will eliminate the hesitancy in purchasing decisions, which is the ultimate goal of your holiday email marketing.
4. Leave white space in the body text
The design is important, so leave extra room so that the content has space to breath. White space within the body of the email improves clarity and allows the reader's attention to focus on the things that matter most: your pitch. It also helps improve the click-through rates and the overall design of the email copy.
5. Use inverted funnel approach
An inverted funnel approach categorizes information in a hierarchy that leads the reader towards the CTA (Call To Action), placed at the end of the email. The CTA for this email copy can have centralized text followed by an image and some more text to explain the image, and at the end, a prominent CTA. This way the reader can skim through the contents at a glance, even on a mobile device, and click on the CTA without having to enlarge the screen.
In a nutshell, some small amends in your email marketing can bring great results. In all honesty, holiday email marketing isn’t too much different than email marketing on any normal day of the year.
Wit that said, it’s definitely worth amping up your holiday email marketing strategy to get a little extra boost. Try these 5 quick tips and create and edge with your emails this holiday season and win customers.